Multiple Choice Questions 1. (p. 107) In the opening vignette “It’s Not Just about Products and Price: Think Sustainability” all of the following EXCEPT ___________ are important to conscious consumers. A. promoting health and safety benefits B. manufacturing efficiency C. promoting Al Gore’s book Earth in the Balance D. supporting fair labor and trade practices E. being committed to environmentally friendly practices See opening vignette. 2. (p. 109) Consumer behavior is defined as: A. conspicuous consumption B. the process people engage in when searching for selecting and using products and services they need C. the act of physically purchasing a product D. the act of making a final decision as to which product to purchase E. the process product producers use to design new products 3. (p. 109) _____ is the process and activities people engage in when searching for selecting purchasing using evaluating and disposing of products and services so as to satisfy their needs and desires. A. Marketing B. Exchange C. Consumer behavior D. Conspicuous consumption E. Learning 4. (p. 112) Which of the following statements about marketers and teens is true? A. Teens are not easy to reach. B. Teens are not a large enough segment for retailers to target. C. Teens do not want clothes and accessories that make them look older than their years. D. Marketers realize that teens cannot be reached through concerts and other sponsorships. E. None of the above statements about marketers and teens is true. See IMC Perspective 4-1. 5. (p. 113) _____ occurs during the first stage in the consumer decision making process. A. Internal search B. External search C. Problem recognition D. Alternative evaluation E. Post-purchase evaluation 6. (p. 113) Ilon loves his car and does everything necessary to keep the vehicle in top running condition. When he heard a strange popping noise under the hood he knew the car needed the services of a mechanic. The noise triggered the _____ stage of the consumer decision-making process. A. internal search B. external search C. problem recognition D. alternative evaluation E. post-purchase evaluation 7. (p. 113-114) Consumer problem recognition occurs when: A. the consumer has depleted his or her inventory of a product B. the consumer is dissatisfied with his or her previous purchase C. the consumer has a situation creating new needs D. the purchase of one product necessitates a new purchase of a related product E. any of the above occur 8. (p. 114) Energizer batteries come with a tester on each battery that lets a user see if the battery needs to be replaced. This strategy is focused to reach consumers at which stage of the consumer decision making process? A. problem recognition B. internal search C. external search D. alternative evaluation E. purchase 9. (p. 114) Which of the following statements describe a situation in which marketer-induced problem recognition was apparently used? A. Each year designers hold fashion shows to show the public what is in style and out of style. B. As Petra was leaving the hospital with her firstborn child she received a manufacturer’s coupon for a free package of Huggies disposable diapers. C. When April brought a book on landscaping at the site offered her four other books on gardening that the company thought would also be useful to her. D. Purina-Ralston markets a cinnamon-flavored Chex cereal to appeal to people who like the existing brands of Chex cereal. E. All of the above are examples of marketer-induced problem recognition. 10. (p. 115) Marketers often introduce new brands into markets that are mature and saturated because of consumer’s tendency toward: A. internal search B. novelty seeking behavior C. external search D. brand loyalty E. habitual choice behavior
